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Lyft Invades High End Of The Ride-Sharing Market With New Lyft Plus

In its battle with Uber, Lyft has been fighting with one hand tied behind its back: Thanks to the profits from its flagship black-car service, Uber has been able to keep lowering the prices on its cheaper UberX offering. To stay competitive while continuing to build out its network of drivers, Lyft, which relies on a motley fleet of driver-owned vehicles, has had to forego commissions.

It’s an untenable state of affairs, and today it changes with the San Francisco launch of Lyft’s own premium service, Lyft Plus. Going up against UberBlack and UberSUV — but with lower rates than either — Lyft Plus will consist of a fleet of customized white Ford Explorers. In place of the hard-to-miss pink acrylic mustaches Lyft drivers are required to place on their front of their vehicles, the Explorers will have a subtle brushed-steel logo on the grille.

Lyft Plus drivers will still own their own vehicles, making it technically a peer-to-peer service, but the company arranged special pricing for drivers willing to upgrade, says a spokeswoman. Only the most active and highest-rated Lyft drivers got the invitation.

This is what a Lyft Plus looks like. Note the subtle ‘stache.

Lyft Plus fare will cost twice the rate of regular Lyft, enabling the company to charge a 20% commission while leaving enough over that drivers will still earn more per ride. (Uber recently reinstated the full 20% commission on UberX rides while also tacking on a $1-per-ride surcharge, calling it a “Safe Rides Fee.”)

In keeping with Lyft’s community-building ethos, passengers are usually expected to ride in front and make small talk with the driver. They’ll still have that option in Lyft Plus, but the service is clearly intended to provide a more limousine-like experience: In back is where the charging stations and other amenities will be located.

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